Hollywood's 18th annual Expo Alfresco, showcasing nearly 100 businesses – from restaurants to lawyers to plumbers – will take place Wednesday in Hollywood. This year's highlight: a Firehouse Cook-Off Showdown.

Firefighters from the Hollywood, Fort Lauderdale, Davie, Hallandale Beach and Broward Sheriff's Office departments will cook up their "magic recipes." The dishes will be judged by a panel of television and radio personalities, said Anne Hotte, executive director of the Greater Hollywood Chamber of Commerce.

"It's a true community event," Hotte said. People will have "the experience of getting to know their local businesses," she said.

At least half of this year's exhibitors are repeat participants, according to the Hollywood chamber.

This will be the fourth year John Liguori sets up a booth for his pizza and Italian specialties restaurant at the Hollywood expo, tagged "The Ultimate Food Wine and Tradeshow Experience."

"It showcases my restaurant in a way that helps build business and build relationships with patrons," said Liguori, owner of Liguori's Fired Up! in Davie.

Liguori typically sees a 10 percent customer increase as a result of the event, he said.

It's evident they are expo customers because they either write it in comment cards or point it out to his staff, he said. They also bring with them discount and gift cards offered at the expo, Liguori said.

While the event welcomes tourists, one of the goals is to attract local residents to businesses during the summer months when tourism slows down, said Marie Suarez, chief operating officer of the chamber.

Expo Alfresco is ultimately a way for businesses to introduce themselves " their next loyal customer," Suarez said.

The event will take place from 5 to 8 p.m. at the ArtsPark at Young Circle, along Hollywood Boulevard and U.S. 1.

VIP tickets; adults $50, children $35. VIP pass includes event entrance, valet parking, samples of food cooked by the firefighters and served by the calendar firefighters, wine, beer and access to The True Firehouse Experience area.